Mobile Web Impacts Shopping Significantly

According to a new study from Performics, Mobile Search Insights, conducted by ROI Research, found that 57% of respondents use the mobile Web more than once/day, with 77% using mobile search more than five times in the last month.

Daina Middleton, CEO of Performics, says "... mobile paid search has surged as a percentage age of overall paid search spending for our clients, particularly over the last 15 months... "

Satisfaction with and adoption of mobile search rang true throughout the study:

75% said mobile search makes their lives easier

63% said access to mobile search has changed the way they gather information

32% said they use mobile search more than search engines on their computers

Use of mobile search at home topped the list with 81% reporting evening use, 80% reporting weekend use and 59% reporting use before work. Another 61% reported using mobile search at work. Respondents also revealed dual screen multi-tasking, reporting at least occasional use of mobile search while watching TV (66%) or using the computer (45%).

People reported significant use while:

Commuting [47%]

Attending social events [56%]

Running errands [74%]

Running errands often includes shopping and making mobile purchases. In addition to the 49% who have made a mobile purchase in the last six months, the rules have changed when it comes to brand interaction using mobile search:

84% look for local retailer information (phone, address, hours)

82% find online retailers

73% find a specific manufacturer or product Website

71% learn about a product or service after seeing an ad

68% find the best price for a product or service

63% search before purchasing offline in a store or from a catalog

The study examines differences in mobile search adoption and use across gender and age groups, and across 12 top product categories, including apparel, appliances, automotive, CPG, electronics, financial services, travel and more.